level 7 diploma in strategic management (marketing) · strategic management optional units unit...

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Level 7 Diploma in Strategic Management (Marketing)



Contents Entry Requirements .............................................................................................................................................. 3 Introduction to the Level 7 Qualifications in Strategic Management .................................................................... 4 Progression ........................................................................................................................................................... 4 4 Level 7 Diploma in Strategic Management ......................................................................................................... ..5 Unit Specifications .............................................................................................................................................. ..6 Strategic Planning ............................................................................................................................................... ..7 Finance for Strategic Managers ......................................................................................................................... 11 Research for Strategic Development .................................................................................................................. 15 Organisational Behaviour ................................................................................................................................... 19

Personal Development for leadership and Strategic

Management………………………………………………………………………………………………………………..22 Strategic Marketing ............................................................................................................................................. 26 International Marketing ....................................................................................................................................... 30 Corporate Communication Strategies ................................................................................................................ 34



Entry Requirements These qualifications are designed for learners who are typically aged 19 and above.

The policy regarding access to our qualifications is that: • they should be available to everyone who is capable of reaching the required standards • they should be free from any barriers that restrict access and progression • there should be equal opportunities for all those wishing to access the qualifications.



Introduction to the Level 7 Qualifications in Strategic Management

These qualifications in Strategic Management have been developed to conform to the

requirements of the RQF, to meet the requirements of higher education and employers, to meet the

needs of learners and to respond to the needs of our centres.

We provide a flexible route for learners who have already achieved management qualifications at a

lower level and for learners who do not have business or management qualifications, but may

have qualifications in other areas and/or prior management experience in the work place.

These qualifications are designed to provide:

• opportunities for learners to acquire knowledge and understanding and develop a range of

skills, personal qualities and attitudes essential for successful performance in working life • specialisms that are directly related to learners’ current responsibilities or that meet a particular

interest and support career development • opportunities for learners who wish to undertake a full time course of study leading to

an Extended Diploma • learners with the opportunity to acquire a broader range of knowledge and understanding

and to develop the skills they require to work in the field of management.

Progression On successful completion of a Level 7 Qualification in Strategic Management there are a number

of progression opportunities.

Learners may progress to:

• a larger qualification at the same level e.g. from a Diploma to an Extended Diploma • an MBA programme and claim exemptions for some of the units completed • employment if they are not already in employment.



Level 7 Diploma in Strategic Management The Level 7 Diploma in Strategic Management is a 60 credit qualification. Learners must complete

two of the five core units totalling 30 credits. Learner then select the unendorsed route or one of 4

pathways: Finance, Marketing and Communications, Managing People, International.

Level 7 Diploma in Strategic Management Unendorsed Route Learners selecting the unendorsed route take at least two of the five core units and two further

units from the list below or from the remaining core units. Core Units

Unit Title Level GLH Credit

Strategic Planning 7 60 15

Finance for Strategic Managers 7 60 15

Research for Strategic Development 7 60 15

Organisational Behaviour 7 60 15 Personal Development for Leadership and 7 60 15

Strategic Management

Optional units

Unit Title Level GLH Credit

Strategic Marketing 7 60 15

International Marketing 7 60 15

Corporate Communication Strategies 7 60 15



Unit Specifications

Unit Format Each unit is presented in a standard format. This format provides guidance on the requirements

of the unit for learners, tutors, assessors and external verifiers.

Each unit has the following sections:

Unit Title The unit title reflects the content of the unit. The title of each unit completed will appear on

a learner’s statement of results.

Unit Aims The unit aims section summarises the content of the unit.

Unit Code Each unit is assigned a unit code that will appear on the qualification certificate

Level All units and qualifications have a level assigned to them which represents the level of

achievement. The level of each unit is informed by the level descriptors.

Credit Value The credit value is the number of credits that may be awarded to a learner for the

successful achievement of the learning outcomes of a unit.

Learning Outcomes The learning outcomes set out what a learner is expected to know, understand or be able to do

as the result of the learning process.

Assessment Criteria The assessment criteria describe the requirements a learner is expected to meet in order to

demonstrate that the learning outcome has been achieved. Command verbs reflect the level of

the qualification e.g. at level 6 you would see words such as analyse, evaluate, synthesise.



Strategic Planning Unit aims The aim of this unit is to develop the knowledge, understanding and

skills necessary to develop an organisational strategic plan Unit level 7

Unit code M/615/2675

GLH 60

Credit value 15

Unit grading structure Pass/Merit/Distinction

Assessment guidance To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. This unit cannot be approached from a theoretical perspective with information gathered solely from public sources. In order to achieve the Learning Outcomes for the unit, the learner work must relate their work to a specific organisation. This must be an organisation the learner knows well and ideally it should be an SME.

Learners will require guidance in selecting a suitable organisation. Learning outcomes. Assessment criteria.

The learner will: The learner can: Pass Merit Distinction

1. Understand the 1.1 Explain the 1M1 Evaluate the

foundations for relationship between impact of a named

developing mission, vision, organisation’s vision

organisational strategy and business and mission on its

strategy plans strategy

1.2 Analyse named

organisations’

mission and vision statements

2. Understand the 2.1 Explain how external 2D1 Analyse how external factors affect external influences environment organisations affect organisational affecting 2.2 Evaluate how strategy in a named organisations stakeholder organisation expectations

influence

organisations

2.3 Explain how changes

in the external

environment affect

organisational

strategy 3. Be able to review an 3.1 Explain the 3M1 Review the 3D1 Analyse the

organisation’s importance of review position of an competitive strengths strategy and in the development of organisation in its and weaknesses of business plans organisational current market using an organisation’s strategy and business appropriate tools current business plans strategy and 3.2 Evaluate the tools business plans

which can be used to review organisational



strategy and business

plans 4. Be able to develop 4.1 Use modelling tools 4M1 Apply the

strategy options for to develop strategy criteria and evaluate

an organisation options for an the options as the

organisation basis for delivering

4.2 Develop criteria for the strategic

reviewing the direction of the

potential strategy organisation

options 5. Understand how to 5.1 Explain the structure 5M1 Create 5D1 Construct a

create a strategic of a plan needed to monitoring systems strategic plan for a plan to meet deliver a strategy to ensure the named organisation business objectives 5.2 Explain how successful

stakeholders are implementation of a

involved in the strategic plan

formulation of the

plan

5.3 Produce a

dissemination

process to ensure

stakeholders are

informed and committed to the plan



Indicative Content

1. Understand the foundations for developing organisational strategy

• Explanations of organisational vision, mission, strategy and business plans; the

differences and the interface between them • Core organisational values e.g. ethical, environmental, client centred; cultural

diversity; drivers e.g. business growth; profit; market share; workforce expectation • Objectives and measures: SMARTER (specific, measurable, achievable, realistic,

time-based, evaluate, re-evaluate) objectives; stakeholder involvement 2. Understand the external environment affecting organisations

• External factors: needs and expectations of stakeholders e.g. customer groups,

shareholders, suppliers and sub-contractors, the workforce and the community • The success and direction of competitors and changes in the market sector as a whole in

the short and long term e.g. product design; political changes and developments; legal changes; trends and expectations; exchange rates; trading agreements

• Use of external surveys and statistics; customer analysis and feedback; use of tools e.g.

SWOT (strengths, weaknesses, opportunities, threats) analysis, STEEP (social,

technological, economic, environmental and political) analysis; market research

including primary and secondary information; feasibility 3. Be able to review an organisation’s strategy and business plans

• The purpose of review and what this will entail; tools e.g. Value Chain analysis,

SWOT analysis, Porter’s Five Forces; internal surveys and statistics • Market position; market share analysis; life cycle analysis; Boston growth share BCG Matrix • SWOT analysis, resource analysis, competitive analysis, skills and competencies audit,

benchmarking sustainable competitive advantage; pricing strategies; resource analysis;

economies of scale and scope for this; market equilibrium 4. Be able to develop strategy options for an organization

Strategic planning options:

• Ansoff Matrix Strategies; corporate expansion; integration i.e. vertical, backwards and

forwards; horizontal; differentiation; Porter’s generic strategies • Diversification, control of resources, distribution channels; Mintzberg’s

strategies (deliberate, emergent) • Strategic alliance; merger, acquisition; competitive strategies • Value-based strategy; contingency strategy; maintaining/increasing market share,

niche markets; market segmentation • Adding value; workforce competence development; product portfolio; reconfiguration;

gap analysis; profitability; portfolio analysis; benchmarking • Criteria for judging options; feasibility studies; risk assessments



5. Understand how to create a strategic plan to meet business objectives

Structure:

• Mission statement /corporate vision, corporate values and principles, decisions from

options; strategic goals / initiatives, strategy, roles, responsibilities, accountability; objectives

and measures: SMARTER (specific, measurable, achievable, realistic, time-based,

evaluate, re-evaluate) objectives; execution plan, balanced scorecard, targets / interim

targets / success metrics

Resource issues:

• Resources e.g. financial, human; skills and competencies; needed v in place;

availability. Stakeholder involvement and buy-in:

• When and at what stage in the process; how will this take place; who will be involved; communications with stakeholders; gaining general organisational

agreement to the process; feedback

• Tie departmental plans into strategic plan, align performance management and

reward systems to strategy implementation.

Dissemination:

• Communications with stakeholders how and when; dissemination and cascading

processes; guidelines; timetable for implementation; Business Process Re-

Engineering (BPR); action planning at departmental and operational levels

Monitoring:

• Monitoring and evaluation control systems; responsibilities at strategic and

operational levels; performance appraisal; focus and realignment; contingency

planning; smart objectives and success criteria at all levels in the organisation;

establish nature of monitoring e.g. tracking system and monitoring points; review

meetings; role of celebration.



Finance for Strategic Managers Unit aims The learners will develop knowledge, understanding and skills that will

enable them to analyse internal and publicly available financial

information. This will help to inform strategic decision making.

Unit level 7

Unit code A/615/2677

GLH 60

Credit value 15


Assessment guidance To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. Learners will need to demonstrate their full understanding of the use of financial information in business decision making. Learners can use their own experience or provide examples of businesses from their research to exemplify the points which are made. Learners will need to access and interpret published business

accounts. Learning outcomes. Assessment criteria.

The learner will: The learner can: Pass Merit Distinction 1. Understand the 1.1 Evaluate the 1M1 Assess the

importance of sources of financial impact of ‘creative

financial data in data which can be accounting’

formulating and used to inform techniques when

delivering business business strategy making strategic

strategy 1.2 Assess the need for decisions

financial data and

information in

relation to business

strategy

1.3 Analyse the risks

related to financial

business decisions 2. Be able to analyse 2.1 Interpret financial 2M1 Make 2D1 Recommend,

financial data for an statements to recommendations to with justifications, organisation in order assess the viability an organisation based methods and tools to inform strategic of an organisation on the analysis and that allow businesses decision making 2.2 Conduct interpretation of the to analyse financial purposes comparative financial information data for strategic

analysis of financial 2M2 Assess the decision making data using ratio limitations of ratio purposes analysis analysis as a tool for

strategic decision

making 3. Be able to evaluate 3.1 Review methods for 3M1 Assess the 3D1 Assess the

proposals for appraising strategic importance of cash impact of a business strategic decisions capital expenditure flow management proposal on the on capital projects and when evaluating strategic direction of expenditure in an strategic direction proposals for capital a business

organisation expenditure organisation



3.2 Evaluate business proposals for capital expenditure in an organisation using appropriate financial techniques.



Indicative Content

1. Understand the importance of financial data in formulating and delivering business

strategy

• Sources of financial information: Internal (internal accounting systems, payroll etc.),

External (suppliers, Companies House, the Budget etc.)

• Financial information: Profitability, Cash flow, Business value, Financial stability,

Cost projections.

• Need for financial information: Assessing finance requirements, obtaining finance, reporting

to owners, shareholders and stakeholders, Setting and meeting targets, Appraising new

projects, Managing risk, Internal needs v External needs.

• Business risks: Strategic, Market, Compliance, Operational, Risk modelling. 2. Be able to analyse financial data for an organisation in order to inform strategic

decision making purposes

• Published accounts: Purpose, Provide information to shareholders/stakeholders, Users –

for example, shareholders, potential shareholders, managers, employees, lenders,

creditors, suppliers, customers, community, competitors, Annual reports, including main

financial statements (statements of financial position, income statements, sources and

statements of cash flows), director’s report, audit report, notes to accounts etc., Internal

management accounts versus published financial accounts, Structure of financial

statements – content and requirements, Limitations of published accounts.

• Comparative analysis: Comparison between years, Comparison between

businesses, Industry comparisons, Benchmarking.

• Ratio analysis: Reasons for using ratios, advantages and limitations, Ratio

categories, including profitability, liquidity, efficiency, capital and investor. 3. Be able to evaluate proposals for strategic decisions on capital expenditure in

an organisation

• Types of expenditure, difference between capital and revenue expenditure

(definitions, decision making, treatment in financial statements)

• Investment appraisal techniques: Payback, Accounting rate of return, Net present value,

Internal rate of return, Discounted cash flow, Cost benefit analysis, Value for money.

• Long term and short term finance: Definitions of long term and short term, Importance of

matching finance to project.

• Sources of finance: Range of sources, External and internal sources, Role of markets, Role

of government, Long term and short term, Advantages and disadvantages of each source,

Implications of each source, for example gearing.



Cash flow management: Cash flow forecasts v Cash flow statements, Managing

inventory, trade payables, trade receivables, etc., Budgetary control processes – budgets

and variances.



Research for Strategic Development Unit aims The aim of this unit is to develop the knowledge, understanding and

skills required to carry out research to meet the needs of strategic

business management. Unit level 7

Unit code F/615/2678

GLH 60

Credit value 15


Assessment guidance To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. In order to achieve this unit, learners must carry out a comprehensive piece of research on a chosen area relating to strategic business development. Learners must ensure that the research undertaken provides sufficient evidence to meet the

Learning Outcomes and the standards required. Learning outcomes. Assessment criteria.

The learner will: The learner can: Pass Merit Distinction 1. Be able to formulate 1.1 Identify a valid area 1M1 Justify the

a research proposal for research to research area chosen

relating to strategic support the strategic in order to achieve

business development of a strategic business

development business area development

1.2 Explain the aim,

scope and

objectives for a

chosen area of

research in strategic

business

development

1.3 Formulate a

research proposal

1.4 Establish success

criteria for the

achievement of the

research proposal

1.5 Prepare a project

plan that identifies

key milestones and

critical pathways 2. Be able to use 2.1 Review different 2M1 Justify the

different research literature sources to research

methodologies to find those most methodologies chosen

gather sufficient and appropriate for the

valid data chosen area of

research

2.2 Use appropriate

research

methodologies to

gather sufficient



information from

primary and

secondary sources

to make valid

conclusions 3. Be able to present 3.1 Prepare a report 3M1 Respond orally to 3D1 Analyse how the

research findings in that provides a questions on research findings of the an appropriate comprehensive findings research can be format for a target explanation of the used in an actual audience purpose, strategic business

methodologies, context findings and

recommendations

3.2 Reference all

sources using a

recognised system

3.3 Use the information

collected to justify

conclusions and

recommendations 4. Be able to evaluate 4.1 Review own skills 4M1 Produce a plan to 4D1 Implement the

own skills while linked to own improve own research plan and assess the undertaking research using skills impact on own research personal reflection personal progress

and feedback

4.2 Make

recommendations

on ways to improve

own skills while

undertaking

research



Indicative Content

1. Be able to formulate a research proposal relating to strategic business development

Research proposal:

• Possible questions or hypothesis; different formats for research proposals; aims of research;

scoping research projects; SMART objectives; terms of reference; rationale for selection;

ethical issues

Information for strategic development of business area:

• Examples may include analysis of organisation; structure, culture; planned growth strategy,

marketing, operational issues; SWOT analysis, PEST analysis, analysis of customers and

key stakeholders, competitor analysis

Success criteria:

• Linked to purpose, objectives and outcome, SMART

Project planning:

• Key milestones, resources, risk assessment and management, critical pathways,

contingency, accessing relevant information, project goals, schedule, communication

systems, sensitivity of information gathered e.g. intellectual property, data protection

Link to Business Development:

• Rationale for chosen research linked to stated business development needs 2. Be able to use different research methodologies to gather sufficient and valid data

Research methodology:

• Research methods e.g. survey, questionnaire including manual and electronic, observations;

ways to test sufficiency, reliability and validity; definitions of data e.g. primary and secondary sources, qualitative and quantitative; literature search and review – its credibility, use and acceptance; ways to reference sources

• Size and sufficiency of data, reliability and validity of information gathered 3. Be able to present research findings in an appropriate format for a target audience

Research findings:

• Report format e.g. title, acknowledgements, contents page, introduction, summary of

literature review, research methods used, findings, recommendations, references, bibliography, appendices e.g. questionnaires, surveys

• Referencing e.g. Harvard system

Analysis of data and application of statistical methods:

• Qualitative interpretation of records, feedback, processes, categories, trends and



relationships • Quantitative e.g. mean, median, mode, variability e.g. range, standard deviation,

application to business data, reliability of estimates from samples, trends and forecasting

Presentation of findings:

• Methods for statistical data e.g. graphs, charts, statistical tables; chosen audience e.g.

colleagues, Board members, external stakeholders; use of language in report appropriate

to the chosen audience; power point presentations 4. Be able to evaluate own skills while undertaking research

Methods of self-evaluation:

• Personal reflection, constructive feedback from range of sources, evaluation forms, use

of electronic equipment e.g. recording interviews, SWOT analysis. Balanced judgements

Improving own research skills:

• Examples may include courses or qualifications, mentoring, coaching,

conferences, secondments, application in future research • Plan with specific actions, timescales, success criteria, resource implications,

milestones. The plan is realistic but challenging and can be implemented. It addresses

areas of weakness and builds on strengths



Organisational Behaviour Unit aims The aim of this unit is to help learners develop an understanding of

how organisational behaviour, structure, culture, motivation, creativity and leadership impact on an organisation’s effectiveness and

efficiency. Unit level 7

Unit code A/615/2680

GLH 60

Credit value 15


Assessment guidance To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. The learner will need to demonstrate their understanding of complex theories and concepts to meet the

standards required for this unit. Learning outcomes. Assessment criteria.


1. Understand 1.1 Evaluate different 1M1 Analyse how

leadership leadership different leadership

behaviour theory behaviour theories behaviours impact on

and practice 1.2 Analyse theories organisations

relating to work

relationships and

interaction 2. Understand how 2.1 Analyse 2M1 Evaluate the

organisational characteristics of relevance of

structures and different organisational culture

culture impact on organisational theory in developing

the effectiveness of structures organisational

the organisation 2.2 Explain how the effectiveness

culture of an

organisation can

impact on the

effectiveness of the

organisation 3. Understand how 3.1 Assess the impact 3D1 Analyse the

organisations can of learning on the process and

improve employee effectiveness of outcomes of effectiveness to

3.2 employees change on the

respond to business Evaluate how effectiveness of

opportunities

working in teams

employees

can improve

employee

effectiveness 4. Understand how 4.1 Analyse the benefits 4M1 Analyse how 4D1 Evaluate how a

organisations can and issues with motivational theory named organisation motivate employees involving employees can inform employee motivates its in order to improve in organisational motivation employees

decision making



their efficiency and 4.2 Explain different

effectiveness ways to motivate

employees



Indicative Content

1. Understand leadership behaviour theory and practice

• Leadership versus management • Leadership behaviour theory including: personal leadership traits, trait theories (e.g. Allport.

Eysenck Cattell), ‘great man’ theory of leadership, contingency theories (e.g. Fiedler, cognitive

resource theory), situational theories (e.g. Hersey and Blanchard, Vroom and Yetton), behavioural

theories (e.g. role theory, managerial grid/leadership grid), participative theories (e.g. Lewin/Likert,

transformational v transactional leadership, emotional intelligence).

• Working relationships and interaction e.g. power, behavioural theories, social constructivism 2. Understand how organisational structures and culture impact on the effectiveness of the

organisation • Organisational structure: Bureaucracies, Stakeholders, re-engineered corporation,

modular, hierarchical, matrix, liquid devolved decision making powers, networked and atomised

organisations, virtual organisations, line, staff & functional structures, formal and informal

organisations, designing organisation structure, centralisation, decentralisation.

• Organisational culture: Harrison - power, role, person, task cultures, Likert – autocratic,

benevolent autocratic, consultative participative, Mintzberg – simple, machine bureaucracy,

divisional, adhocracy, Pedlar et al – the learning organisation.

• How structure and culture impact on effectiveness • Leader as a change agent

3. Understand how organisations can improve employee effectiveness to respond

to business opportunities • Innovation and creativity • Organisational culture: integration / interaction of disciplines and teams, attitude to

risk, rewards.

• Organisational learning: The learning, learning culture, knowledge capture and management,

technical knowledge versus experiential knowledge, technology.

• Measuring performance: Metrics, KPI, business scorecard, working in teams, group

dynamics, teams versus groups, communications, collaboration and team decision making,

motivation of groups.

• Change processes and outcomes: Changes (reorganisation, restructuring, merger and

acquisition, downsizing), involving stakeholders, communicating and managing change.

4. Understand how organisations can motivate employees in order to improve their

efficiency and effectiveness

Motivational theory including: Taylorism, Mayo, Maslow, Herzberg, McGregor, Broad

theories (e.g. temporal motivation theory), cognitive theory.



Personal Development for Leadership and Strategic Management Unit aims This unit aims to help learners develop their own personal leadership

and management skills in the context of the creation and achievement of organisational vision and strategic direction.

Unit level 7

Unit code J/615/2682

GLH 60

Credit value 15

Unit grading structure Pass

Assessment guidance Learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. To achieve the standards for this unit, learners will be required to understand the knowledge and skills needed by leaders and managers, create a plan to achieve these qualities and be able to

know how progress with the plan can be reviewed. Learning outcomes. Assessment criteria.


1. Understand how 1.1 Analyse the 1M1 Justify a ranking 1D1 Evaluate the knowledge and knowledge and skills order of the leadership and skills in leadership in leadership and leadership and management and strategic strategic management knowledge and management management which knowledge and skills skills required for support the creation are required to required to the successful and achievement of support the creation successfully create achievement of organisational vision and achievement of and achieve organisational and strategy organisational vision organisational operations versus and strategy strategy the creation and 1.2 Assess the achievement of contribution that organisational factors other than strategy knowledge and skills

in leadership and

strategic

management make to

the achievement of

organisational vision and strategy

2. Understand how to 2.1 Analyse the factors 2M1 Evaluate the key

develop and which impact on the factors needed to gain

communicate creation of the commitment of

organisational vision organisational vision internal stakeholders

2.2 Assess the different when communicating

approaches to the vision

developing vision

2.3 Evaluate the key

factors which impact

on the communication

of vision to external

stakeholders



3. Be able to manage 3.1 Review theories of 3M1 Justify how the 3D1 Carry out development of own leadership and objectives and the appropriate personal knowledge management and plan selected for personal and skills in assess the personal development development leadership and implications for your support achievement activities to develop strategic personal of organisational knowledge and management to development vision and strategy skills identified in support 3.2 Carry out an audit of the audit achievement of own personal

personal and leadership and

organisational vision management

and strategy knowledge and skills

which facilitate the

creation and

achievement of

organisational vision

and strategy

3.3 Set objectives to

meet personal

development needs in

the context of

strategic

organisational needs

3.4 Prepare a personal

development plan to

develop own

leadership and

management skills

and to support the

creation of

organisational vision and strategy

4. Be able to reflect on 4.1 Assess the benefits of 4D1 Review the benefits of review and explain progress and personal when this tool can be outcomes of the development in the used in the personal achievement of achievement of development plan personal growth and personal and against the organisational vision organisational objectives set and strategy strategy

4.2 Evaluate the sources

of information needed

to review progress

with achieving

personal

development plans



Indicative Content

1. Understand how knowledge and skills in leadership and strategic management support

the creation and achievement of organisational vision and strategy

• Meaning of vision and strategy and their interrelationship • Knowledge and skills required – visioning, describing possible futures with clarity, creating,

giving direction, specificity, providing motivation, planning, communicating and listening at different levels, synthesizing, analysing, empathy, decision taker, link between vision and strategy, bringing about effective change, emotional intelligence, developing and leading high performance teams, consistency and reliability, delegation, dealing with conflict, gaining alignment.

• Contribution to organisational vision and strategy. Leadership and management knowledge and skills can be insufficient. Other factors which come into play include – financial situation, political uncertainty, availability of human and physical resources, and instability in the market.

• Ranking order produced from criteria leading to determination of high, medium and

lesser importance. • Similarities, difference and importance of knowledge and skills needed by

strategic managers compared to operational managers. 2. Understand how to develop and communicate organisational vision

• Factors impacting on organisational vision - history of the organisation, external and internal business environment, capacity of the organisation, anticipating potential barriers,

skills and ambition of leadership team • Approaches to developing vision - Two way, top down bottom up, timing, clarity,

specificity, quality of information, presentation, dialogue, culture understanding and, feedback loops, involvement,

• Factors which impact on the communication of vision to internal and external stakeholders

- size of organisation, organisational development, culture and diversity, size, complexity

and boldness of vision, communication systems, dissemination and cascading processes

3. Be able to manage development of own personal knowledge and skills in leadership and

strategic management to support achievement of personal and organisational vision and

strategy

• Theories of leadership and management and their application - Transformational Leadership, Transactional Leadership, tri-dimensional leadership theory, charismatic leadership, situational leadership

• Audit of personal skills and knowledge linked to creation and achievement of

organisational vision and strategy • Objectives and personal development plan- specific, clear, challenging, achievable

objectives linked to audit, directly related to plan with stated outcomes, tasks, time frames,

deadlines, monitoring points. Plan could include formal learning leading to qualifications,

training courses, work shadowing, and job rotation or mentoring. Plan could include informal

learning e.g. reading texts, learning from successes and mistakes, using diagnostic tools e.g.

Myers Briggs; development of emotional intelligence, ability to learn, systems thinking



4. Be able to reflect on the benefits of personal development in the achievement of personal

growth and organisational vision and strategy

• Benefits of review - reviewing performance, learning from experience, repeating what is good, dealing with weaknesses, acknowledging success. Review can be used frequently in order to improve e.g. at key milestones, at the outset and conclusion of tasks, at the end of a meeting, after a difficult problem.

• Sources of information – appraisal outcomes, 360-degree feedback systems, client feedback,

staff/colleague/superiors’ feedback, personal observations, data, KPIs, business results.



Strategic Marketing Unit aims This unit enables learners to develop knowledge and

understanding of marketing at a strategic level and how this is

applied in practice including developing a marketing strategy.

Unit level 7

Unit code T/615/2693

GLH 60

Credit value 15

Unit grading structure Pass, Merit, Distinction

Assessment guidance To achieve this unit, learners must achieve the learning outcomes and meet the standards specified by the assessment criteria for the unit. Additional assessment

guidance is provided on the ATHE sample assignment brief Learning outcomes. Assessment criteria.

The learner will: The learner can: Pass Merit Distinction 1. Understand the 1.1 Analyse the 1D1 Evaluate the

principles of relationship between relationship strategic corporate strategy between strategic marketing and marketing intent, strategic strategy assessment, 1.2 Analyse the strategic choice and development of their impact on the marketing strategies formulation of 1.3 Explain how different marketing strategy marketing strategies

can contribute to

competitive

advantage 2. Understand how 2.1 Evaluate approaches

to carry out a to conducting an

strategic internal

marketing analysis environmental

analysis

2.2 Evaluate approaches

to conducting an

external

environmental

analysis

2.3 Assess the

integration of internal

and external

analyses 3. Understand the 3.1 Analyse the role of 3M1 Analyse

role of customer the marketing the influences

behaviour in research process and on and the

marketing its relationship to psychology of

strategies consumer behaviour consumer

3.2 Explain the different behaviour

types of consumers

and their behaviour in

B2B and B2C



markets and factors

underpinning

customer loyalty

3.3 Evaluate the role of

relationship

marketing in

customer behaviour

analysis 4. Understand how 4.1 Analyse the factors 4M1 Develop

to develop an to be taken into alternative

implementable account in the marketing mix

strategic development of a related action

marketing plan marketing plan plans that

4.2 Develop an address the

implementable plan selected

for a given objectives and

organisation selected

4.3 Design monitoring strategies

systems that are

capable of

identifying

performance

deviations from the

plan’s original

objectives

4.4 Anticipate the need

for contingency

plans 5. Understand how to 5.1 Evaluate the 5M1 Create 5D1 Construct a create a marketing requirements of a monitoring marketing strategy strategy to meet marketing strategy systems to for a named business objectives 5.2 Explain the ensure the organisation

relationship between successful

a marketing strategy implementation

and a corporate of a marketing

strategy strategy

5.3 Explain how the

marketing strategy

should address

competitive forces

and their likely impact

5. 4 Design a

dissemination

process to ensure

internal stakeholders

are informed and

committed to the

marketing strategy



Indicative Content 1. Understand the principles of strategic marketing

Role of strategic marketing

• Definitions of marketing strategy, its role in the organisation and how it underpins marketing

planning and activities; concept of product and customer in different organisations; resources

and implementation and monitoring, control

Corporate strategy and marketing strategy

• Corporate strategy; linking marketing strategy to corporate mission and vision; defining

the business and conducting a situation audit meeting corporate objectives with marketing

strategy; corporate social responsibility; marketing

Development of a marketing strategy

• Analysis of the environment; setting objectives; dynamic strategy – flexibility for change

Way in which strategies can contribute to competitive advantage • Segmentation; targeting and positioning; relationship strategies; product innovation and

development; principles of branding; service marketing; pricing and distribution; E-marketing 2. Understand how to carry out a strategic marketing analysis

Internal environmental analysis • Resource-based, performance, value chain, functional

External environmental analysis • Macro environment; micro environment; competitor analysis; wider external factors

including government

Integration • Fit between internal and external environment

3. Understand the role of customer behaviour in marketing strategies

Marketing research • Defining the need with respect to consumer behaviour; data collection, organisation

and interpretation; primary and secondary research; methodologies

Customer/consumer behaviour • Definitions of customers and consumers; concept of consumer behaviour; buyer

behaviour and factors affecting it; B2B and B2C; concept of customer loyalty

Customer behaviour analysis • Principles of relationship marketing and its use; concepts of customer retention and

customer relationship management

Psychology of consumer behaviour • Models: Pareto efficiency, Black Box model; stages of the buying process; purchasing

decisions; demographics; culture; psychographics



4. Understand how to develop an implementable marketing plan

Marketing audit • Identify current competitive position (leader, follower, challenger, nicher, defensive);

coherence with existing business strategies and plans; their cost-effectiveness;

marketing and communication methodologies, SWOT analysis

Strategy formulation • Information requirements; setting SMART objectives, success and evaluation criteria; identify

strategic alternatives and establish specific courses of action

Implementation • Identify alternative marketing action plans relating to the marketing mix and

communication plans.

Monitoring systems • Key Performance Indicators (KPIs) and marketing metrics; milestones;

response mechanisms; budget monitoring

Contingency planning • Nature of possible events; risk identification and assessment; response strategies; impact

of changes to plans 5. Understand how to create a marketing strategy to meet business objectives

Requirements • Strategic marketing planning process; planning models and stages; gap analysis

techniques and uses; concepts of social responsibility, societal and ethical marketing and

their strategic impact

Alignment • Strategies for achieving coherence with corporate strategies and plans; who should

be consulted

Internal/external environment • Use of tools and techniques to achieve coherence with the environment; market entry

strategies: reseller, distributor, sales outsourcing; market entry timing: wave,

waterfall, sprinkler

Competitive forces • Forces: threat of substitute products, power of customers, power of suppliers, potential

for new competitors, current competitors; nature and scale of their likely impact



International Marketing Unit aims This unit enables learners to understand the requirements of international

marketing, in particular, the financial considerations to be taken into account in entering and operating in international markets. Learners will also be able to develop an international marketing strategy and understand the

implications and requirements of international marketing communications Unit level 7

Unit code J/615/2696

GLH 60

Credit value 15

Unit grading Pass, Merit, Distinction

structure Assessment To achieve this unit, learners must achieve the learning outcomes at the

guidance standards specified by the assessment criteria for the unit. Additional

assessment guidance is provided on the ATHE sample assignment brief.

Learners should provide exemplar material to demonstrate the understanding

required by the LOs. Learning outcomes Assessment criteria

The learner will: The learner can:

Pass Merit Distinction

1. Understand the 1.1 Assess the market 1M1 Evaluate 1D1 Analyse the

implications of research requirements different methods way in which

international for international of international financial and pricing

marketing for marketing marketing issues may affect

organisations 1.2 Analyse how the international

business case for operations

international marketing

can be justified

1.3 Assess the risks which

must be considered for international marketing

2. Understand how to 2.1 Analyse the features of 2M1 Evaluate the 2D1 Evaluate an

develop an international markets legal implications organisation’s

international 2.2 Evaluate the operational associated with international

marketing strategy considerations that developing and marketing strategy

should be taken into implementing an

account when international

developing an marketing strategy

international marketing

strategy

2.3 Analyse the

characteristics of an

international marketing strategy 3. Understand the 3.1 Evaluate the way in 3D1 Analyse the

requirements of which local customs, concept of international culture, language and “glocalisation” and marketing ethical considerations review its impact on communications may affect marketing communications communications

3.2 Assess the role of

technology in



international marketing communications

3.3 Assess the implications and requirements of different sales and marketing communications strategies



Indicative Content

1. Understand the implications of international marketing for organisations

International market research • Validity of data produced in developing markets; international marketing information

systems and their integration into organisation-wide systems; suitability of different

marketing research methods in an international context; use of environmental scanning

tools in an international context

Resource investment • Advantages, disadvantages and requirements of different methods of market entry;

international agencies; multinational trading groups; role of UKTI, BIS and international

development agencies in overseas trade; accommodation; availability of local labour

and skills; international logistics, distribution networks and environmental/political

conditions affecting them

Business case • Reasons for market entry; associated issues; nature, size and maturity of local markets;

barriers to success, return on investment. Start-up and ongoing costs; methods of financing international marketing; sources of finance; availability of local incentives; international insurance; multinational financial systems. Design of pricing structures; exchange rates and options; international insurance; shipping and import costs; factors affecting financial risk and their strategic implications: e.g. market conditions, customers’ creditworthiness, local

government involvement in the economy; identification of financial risk; risk maps; financial risk treatment options; risk management in an international context (identifying issues, range of risk treatment options); local laws; foreign monetary policies and reducing exposure; risk sharing options; Suitability of different risk treatment options; role of foreign exchange markets; arbitrage; spot and forward exchange rates; hedging.

2. Understand how to develop an international marketing strategy

Nature of the market • Local economic and political conditions; impact of foreign business cultures on local

communities; ethical considerations; potential for friction between local marketing

objectives and strategies and corporate objectives and strategies; history of the market

International marketing methods • Strategic international marketing planning; factors affecting the selection of marketing

methods in an international context e.g. need for local endorsement, availability of

technology and distribution networks, relationship management considerations

Local conditions • Size and nature of the local market; presence and reputation of local and international

competitors and rival products/services; local sensitivities; suitability of management styles

for locally recruited employees; delivery models e.g. joint ventures, franchising and

licensing, agents

Operational considerations International market segmentation, targeting and positioning; international marketing mix; standardisation v adaptation in the international marketing mix; organisational structures, locus of decision making

powers and their potential impact; management control (centralized v decentralised)



Legal considerations • Implications for marketing, product; materials, safety, branding. Promotions; cultural

regulations, restrictions. Distribution; PDM, use of agents. Market research. Pricing; tariffs 3. Understand the requirements of international marketing communications

Marketing communications • Culture, ethics, local beliefs and practices; language issues; need for acceptance

by community leaders and influencers; cultural and advertising taboos

Role of technology • Integration of country marketing information systems into an international marketing

information system; availability, reliability and functionality of technology; alternative

methods of marketing communications

Implications and requirements • Implications of cultural and language factors on operational management (e.g.

recruitment and training of staff); availability and sophistication of local facilities to support

sales and marketing communications strategies and activities

Glocalization • Globalization and glocalization; advantages and disadvantages of glocalization; Brooks

& Nomore; Govindarajan and McCreary



Corporate Communication Strategies Unit aims This unit will enable learners to develop knowledge and

understanding of the importance of corporate communications and the link with corporate objectives.

Learners will have the opportunity to develop skills in auditing corporate communications and planning a corporate communication

strategy. Unit level 7

Unit code L/615/2697

GLH 60

Credit value 15


Assessment guidance To achieve this unit, learners must meet the learning outcomes at the standards specified by the assessment criteria for the unit. Additional assessment guidance is provided on the ATHE sample assignment brief. For Learning Outcome 1, learners will approach their work from a theoretical perspective and will need to use exemplar material to illustrate the points which are made. This may be taken from their own experience or from research.

For Learning Outcomes 2 and 3, learners will be required to plan corporate communication audits and an appropriate communication strategy. Learners should use an organisation that they know well personally, where they are employed, work in a voluntary capacity or

where they are currently studying. Learning outcomes. Assessment criteria.

The learner will: The learner can: Pass Merit Distinction 1. Understand the 1.1 Explain the purpose 1D1 Review the

importance of of corporate importance of corporate communications corporate communications 1.2 Assess how communications to

corporate the success of a communications link named organisation to corporate

objectives

1.3 Analyse the

relationship

between corporate

communications

and corporate

branding 2. Be able to plan 2.1 Analyse the reasons 2M1 Conduct an 2D1 Conduct an

corporate why business internal corporate external corporate communications organisations communications audit communications audits conduct internal and for a named audit for a named

external corporate organisation organisation communication

audits

2.2 Plan an internal

corporate

communications



audit for a named

organisation

2.3 Plan an external

corporate

communications

audit for a named

organisation 3. Understand the 3.1 Explain the strategic 3M1 Develop 3D1 Evaluate the

purpose and impact objectives of a appropriate measures effectiveness of of a corporate corporate to monitor the effects current levels of communications communications of a planned corporate organisational strategy strategy communication corporate

3.2 Assess the desired strategy communications for a impact of a named organisation corporate

communications

strategy on different

audiences



Indicative Content

1. Understand the importance of corporate communications

• Purposes of corporate communications: Providing information to stakeholders,

communicating corporate vision and strategy, Reinforcement of public image – acts as an

effective bridge between organisations and the general public, Allows effective and timely

distribution of information, Links to Public Relations strategy, Emphasises the importance

of two-way communication.

• Corporate communications and corporate branding: Promotes the organisational brand and

brand image, Reinforces the stakeholders’ view of organisational performance and value,

emphasises confidence in organisational quality and performance, Demonstrates adherence

to the organisational corporate brand guidelines, Clarifies: Brand Strategy, Brand Position,

Brand Identity, Brand Message.

• Corporate communications and corporate objectives: Communication and reinforcement

of organisational strategic objectives, Reinforcement of corporate culture, promotes

accountability, Prioritisation of stakeholder communication and influence, Promotes

transparency and accountability of communications

2. Be able to plan corporate communications audits

• Planning: Selection of appropriate research techniques, Identification of formal and informal

internal and external information and communication flows, Identification of information and

data management processes, Identification of knowledge management processes,

Identification of information channels and barriers, Identification of communication risks,

• Conducting an audit – Internal: Informal versus formal, for example, water-cooler, email,

video conferencing and meeting, Vertical versus horizontal, for example, management

communications, corporate newsletters, departmental, interdepartmental and team

meetings, Control of organisational information and data, Processing data.

• Conducting an audit – External: Supplier and customer communications, for example,

networking, conferences, partnerships and JVs, Public communications, for example,

marketing and advertising, news items and online, for example, web-pages, forums, social

media such as Twitter, Facebook, Tumblr etc., Institutional relationships (including

professional, government and industry bodies, universities and communities), Knowledge

development and management, for example, supply chain integration and crowd sourcing.

• Evaluating Effectiveness: Benchmarking, Questionnaires, Focus groups,

Participant observation / ethnography, Surveys, Interviews, Processing research.

3. Understand the purpose and impact of a corporate communications strategy

• Strategic Objectives: Strategy formulation, Strategy implementation, Strategy

measurement, monitoring of strategic aims, Communications as infrastructure, Strategic

drift, Monitoring versus evaluation, Feedback processes, Planned and emergent strategies.

• Audience Analysis: Stakeholder analysis, International and cultural issues, Evaluation

of communication channels (relating to stakeholder groups).



• Planning Processes: Setting and measuring outcomes, Action plans, Timescales, Cost /

Benefit analysis, Feedback systems, Control loop, Formal and informal knowledge

channels, Quantitative and qualitative measures.

• Monitoring, Review and Feedback: Development of communication and stakeholder

engagement plans, Surveys, Focus Groups, Interviews, measuring communication

outcomes, Monitoring online customer interaction, Quantitative and qualitative

measures, Measuring ROI.

level 7 diploma in strategic management (marketing) · strategic management optional units unit...

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